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Shaw Media conducts Showcase fall campaign
By Adnews Staff
Shaw Media of Toronto has begun an advertising campaign in support of its Showcase specialty channel. The four-week national campaign, developed in-house, promotes the new and returning programs in the channel's fall lineup.
The campaign, aimed primarily at adults between the ages of 25 and 54, consists of television commercials on 20 Shaw channels, interactive programming guide ads, wrapped commuter trains and subway station ads in Toronto, elevator wraps, restroom posters, billboards, transit shelter ads, street posters, radio commercials, online video and mobile advertising.
The creative executions each feature one character from a series, who outlines their own story for the viewer. The ads use the tagline, "Character is Everything."
The initiative also makes use of a website at <http://www.characteriseverything.ca> at which visitors can make a personalized trailer featuring themes determined by the results of a personality quiz. This is being supported with social media communications via Facebook and Twitter, as well as Showcase.ca and on-air.
Showcase also had a presence at the recent Fan Expo Canada consumer event in Toronto, which included five series-specific panel discussions and an interactive booth.
"By using first person storytelling from Showcase's leading characters, complemented with a selection of media that allow the stories to unfold, the campaign creates a deeper emotional connection with viewers," said Muriel Solomon, head of marketing for specialty channels, advertising and production at Shaw Media. "At their core, Showcase series are about dynamic characters and elaborate storytelling, and our fall marketing campaign truly reflects the brand."